When Shareholders Move From Passive to Active

The Excellence Theory states that activism “pushes organizations toward excellence” (L. Grunig, J. Grunig, & Dozier, 2002, p. 442). Often considered a determinant of top management’s value of public relations, activist groups put pressure on organizations and require public relations professionals to operate on a higher level of strategic communication than most other stakeholders (L. Grunig, 1992).